Why Does "Good" Advertising Sometimes Fail?


by Bill Glazer | February 27, 2011

"Give a man a fish and he will eat for a day. Teach a man to fish and he will eat for a lifetime. Teach a man to create an artificial shortage of fish and he will eat steak." - Jay Leno

At least once a month, I get a question from a Member who sends me their advertising to critique for them where they received lousy results. They might have sent me a direct mail piece that they developed or one of mine that they copied that failed miserably and want to know why.

I was particularly reminded of this at one event I was speaking at when a jewelry retailer approached me with... "Bill, make sure you continue to make the Thanksgiving cards available to us GKIC Members, I used it last year and it was one of the BEST things I did." This amused me because just a couple of months back, I received a rather nasty note from another jewelry retailer who tried the Thanksgiving Promotion and reported a lousy response.

So, today I'm going to talk about why some advertising succeeds for some and not for others. Or in other words...
... .why does "good" advertising sometimes fail?

Boost Response With Your Copy


by Bill Glazer | February 20, 2011


Beyond the critical components of OUTRAGEOUS advertising, which I teach and highly recommend you use in your marketing, there are optional components that will enhance response even more.

While they do not have to be used every time, you'll find that when properly used, they become BIG COPY RESPONSE BOOSTERS. Four of the biggest copy response boosters that I concentrate on are:

1. Personalization
2. Double Readership Path
3. Photos/Illustrations
4. CopyDoodles

Today I am going to talk about the first two on the list, personalization and double readership path.

Personalization


People love to hear the sound of their own name. Not only do they like to hear it, but they also like to see it in print, and that is especially true when it comes to advertising. Your name makes you feel like someone is writing specifically to you.

Who Is Your Website's Biggest Competitor?


by Steve Shaw | February 16, 2011

"Give a man a fish and he will eat for a day. Teach a man to fish and he will eat for a lifetime. Teach a man to create an artificial shortage of fish and he will eat steak." - Jay Leno

Have you ever noticed that you only do your best when in hot competition with others?

For example, competitive runners tend to achieve their best times when running against competitors. They might be an excellent sprinter, but the odds are they will not run their personal best on their own. It's usually the competitive nature of the race that makes them excel.

The quest for a higher search engine ranking can work in the same way. When you are trying to get a higher ranking for your site you are not operating in a vacuum. You have competitors, and you need to play like you want to win.

Your progress is not only dependent on your own marketing efforts but also those of your competitors. It is likely that other websites will outrank you if their marketing is more consistent and focused.

7 Secrets to Advertising on Facebook


by James and Joey Bridges | February 09, 2011

"Don't wish it were easier, wish you were better." - Jim Rohn

A market that has 600 million+ people and growing provides an opportunity to generate additional sales. The advertising platform on Facebook has been available for slightly over 18 months.

Being a first into a new marketplace has advantages and disadvantages. Over the last 18 months we have consistently generated a return on every dollar we spent on Facebook. We did this for our business as well as for our clients. What we have discovered is a tremendous opportunity to generate sales.
Before we get into the 7 secrets to Facebook advertising let's be clear that advertising on Facebook is not for every business. Businesses that have customers that are easy to identify stand the most to gain. For example a business that targets groups such as doctors, lawyers, nurses, and trade groups can be up and running quickly on Facebook.

These secrets below have come after spending tens of thousands of dollars. We believe that the goal of advertising on Facebook should be to acquire additional leads and sales for your business for as little as possible.
1. Creating a profile of the customer that you want for your business. On Google, user's type in search phrases which you choose to advertise on. Facebook users are checking in with their friends, family, and coworkers. They fill in their profile information and you can choose who meets your best customer. The more you know about your ideal customer the more profitable your advertising experience will be.

9-Strategies You Must Do To Reach Your Goals In 2011


by Bill Glazer | February 13, 2011

"The fact is, everyone is in sales. Whatever area you work in, you do have clients and you do need to sell." - Jim Rohn

Are you still on track with your goals for 2011? This month I want to give you some specific things to focus on for the rest of the year that will give you the opportunity to make sure you reach those goals (hopefully) you set for your business before this year began.

When I'm speaking about goals, they can range from the amount of money you want to make this year, an increase in business, and anything else that is business related for that matter. If on the other hand you have already surpassed or are on track with your goals, then these strategies will help you create even more profit from your business for the rest of the year.

Strategy #1 - Have Clearly Defined Goals: It is imperative that you set goals as behavior psychologists tell us that people who set specific time bound goals have a five time better chance of achieving those goals than people who do not.

May I Suggest You Make A Suggestion?


by Dan Kennedy | February 06, 2011

I suppose I should begin by disclosing I own stock in Bob Evans Restaurants. While stopping in during the holidays one year I noticed their December placemat, which includes printed on it a list of people you might need gift certificates for. Not just a pitch to buy gift certificates. A list of people you might want them for. As they say in that old Guinness beer commercial - Brilliant!

The question used as the headline is, itself, brilliant. It doesn't ask: do you need gift certificates? It asks: how many do you need? And in this case, using the word 'need' (rather than 'want') is correct.

Beginning in 1982, I taught chiropractors doing new patient classes to pass out a Form (which I provided) at the point in the class when they asked for referrals, that featured a list of suggestions: who do you know who does a lot of heavy lifting in their jobs? Who do you know who frequently complains about headaches? Etc. About twenty such questions. I remember one of the docs I got to know well reporting going from an average of two referred leads per patient pre-Form to an average of nine with Form. In one month, he collected over 180 referred leads and, with direct-mail follow-up, brought in 22 new patients. That'd be about $40,000.00 in 1983 case value dollars.

From WIIFM to WIIFU


Effective communication to your end-users and stakeholders

Chia-Li Chien | Feb. 14 2011


From publicly traded large companies, to privately-held small businesses, thousands or even millions of dollars are spent annually on marketing. However, marketing is by far the most difficult business activity for which to measure return on investment (ROI). In today’s multi-media world, businesses have a plethora of marketing tools to leverage, but many of us may feel we can’t even catch up with the latest news, much less integrate the newest technology into current marketing efforts and strategy.

Marketing, by definition, means to create a favorable condition for sales. Your ultimate goal is to convert prospects into end-users, customers, or clients. In addition, customer loyalty activities are necessary to retain your customers. For years, marketing experts have used the “what’s in it for me” approach as the primary way to communicate their message through print and digital media (such as on-line advertising, social media, video, etc). But does that approach consistently create a pull effect (meaning pulling your customer to you)? Are you considering whether or not your marketing includes a message of positive social impact?

So what does social impact mean? According to Rachel Bellow and Suzanne Muchin, partners at ROI Ventures, it means “social intention; an intentional effect on society that has progressive consequences of social justice, access, equity, opportunity, environmental issues; but not political.” Environmental issues refer to those efforts focused mainly on the marketing environment of the human experience, human behavior and its sustainability. For example, Groupon and Google are putting the power in the hands of their end-users, thus creating social impact. It’s a good idea then, as a first step in marketing planning, to think about the positive social impact of your products or services.